To say that 2020 was a title - to make a year would be an understatement.
My best friend for over a decade has been a nightly news producer and the last year (and even the last two weeks of 2021) has definitely given me insight into the way a lot of chaos comes from never having "a slow news day ".
COVID-19 in addition to the political and social unrest left no stone in our lives without failure and no minute of its unfinished broadcast.
Journalists and consumers alike are exhausted, anxious and confused - and really need the comforts of Domino 's Garlic Hot Knots if they look like me and my best friend.
Which stories mattered? What could we filter? What do we need for this new year?
🔎 Related: 6 biggest digital marketing stories of 2020 to be expected in 2021
Digital marketing and sales was certainly not immune to madness or madness 'crush, but luckily we have some numbers on our side to provide some clarity.
Looking at our data from last year and planning for 2021, I have gathered the newsWho saw the highest traffic on our site last year and what you need to know when we load the new site.
Most of us experienced this news firsthand. With shelter-in-place and social distancing orders, the COVID-19 pandemic has dramatically changed your shopping habits. This has led to limited trips to the grocery store, local shopping, an increase in demand for delivery services, and an increase in online shopping in general.
This meant that businesses had to adapt and adapt quickly by turning more to digital assets such as paid , video and e-commerce.
Google Ads was certainly one of the digital platforms on which marketers rushed to when the pandemic swept the world. As consumers go online, marketers have invested in making sure their links and products would be present and ready to go. found as people searched for answers.
To help with this effort, Google announced that it is providing a credit of $ 320 million to eligible SMEs to serve ads on Google search, the Display Network or YouTube.
Vin Gaeta from IMPACT said: "As to why Google Ads is the route they use to help small businesses , Pichai writes: "We hope this will help alleviate some of the cost of rester in contact with their customers. ""
Podcasts are another medium that has seen major changes in 2020 and voxnest shared their research on how .
Globally, podcast consumption has increased, with European podcast consumption increasing by 53% (Italy up 29% and Spain up 25% ), but overall consumption in the United States fell by 20%.
It's safe to assume this has to do with fewer Americans moving and going to the gym during the pandemic (popular podcast listening times), but that doesn't mean that our behavior has not adapted. Podcast listening through smart speaker increased by 5%, madespite the overall decline.
The year also saw many audio podcasts embrace video and change their strategies.
One of the few things that didn't change in 2020 was the concerns of digital marketers about SEO. In February, John Mueller, Google Webmaster Trends Analyst, made headlines and grabbed the attention of our readers by sharing their thoughts on the impact of word count on search rankings on sites. Web.
As Justine Timoteo "Mueller said the word count itself wasn 't a ranking factor, but he didn ' t saythat the word count had no impact on the other ranking factors. Similar to how -deions are not a ranking factor, but can help influence the SERP click-through rate, which is a ranking factor. "
While social media usage has increased overall (we'll talk about that later), LinkedIn in particular has seen massive growth. Not only did the homebound people come to the platform to connect one-on-one, but many also connected to look for job opportunities, as the job cuts appeared to be happening. produce left and right.
This increased commitment, however, has not translated into revenus for the social network. It's clear that brands had an active following, but self-promotion was not a priority (and probably rightly so, given that the minds of users were elsewhere).
The emotional state of the world has naturally led many professionals to wonder if they know how demonstrate empathy during these times, while driving sales and being productive.
In this article, Jolie Higazi from IMPACT has shared Dos and Don'ts to help you communicate effectively with their audience this time around and examples of big brands.
This one needs no explanation. The pandemic has forced businesses online. This article was published in March, at the start of the lockdown, and set the stage for much of what was to come.
I know it's hard to remember, but there was a time before COVID-19 and back then this article about a massive change in strategy from the clothing company Under Armor sportswear was big news.
The company has announced that it will transfer expenses that were previously incurred in traditional marketing investments such as referrals and celebrity and use them to reinvest in the brand, creating content. , website redesign and a CRM.
For much of the past decade, we've touted these digital methods as cost-effective solutions for SMBs that may not have the biggest marketing budgets, but this move has shown the world that these approaches do. not reserved for small fish.
My teammate, Eric Choma, explains: "If the change in Under Armor 's marketing strategy does not teach us anything else, it should be further proof that all companies MUST publish content. consistent and of high quality, whatever the reason. you might think that " 'your business is different. " "
As we've seen in many other stories on this list, stuck at the home, consumer social media use also atgmented and brands had to do the same. it was not only necessary to understand how navigate in the sensitive atmosphere but adjust to new user behaviors. It meant coming up with new types of content and re-evaluating when it was shared.
While there have been a lot of negative headlines regarding COVID-19, this positive news was at the top of our list . Not all businesses struggled during the pandemic. In fact, some industries have developed, particularly food delivery services and take out restaurants.
The new marketing standard
2020 has been a pivotal year.While we might not know how the “new normal” of social distancing is, we've learned to adapt thanks to remote work , e- commerce , creation content , social media and podcasts among others.
While we're hoping that life will return somewhat to what it was before the pandemic began (and I'm sure it will), many of these elements will likely still be there. .
In fact, in May, CNN Business predicted , " ... we expect consumers to keep spending more time at home, motivated by the desire to save money, lingering safety concerns and a newfound pleasure in nesting "and seven months later, even with vaccines rolling out, they seem to be right.
As we move into 2021, don't expect these consumer strategies, supports and preferences to just go away. Lean into them. Use them to meet and reach your audience wherever it is currently and you will be laying a solid foundation for the rest of the year.